A influência do conhecimento da marca e dos níveis de preço no comportamento de compra

Autores

DOI:

https://doi.org/10.5585/remark.v22i2.22167

Palavras-chave:

Percepção de preço da marca, Nível de preço, Valor percebido, Valor simbólico

Resumo

Objetivo: O objetivo desta pesquisa é analisar como o conhecimento da marca e a faixa de preço moderam as relações entre as dimensões cognitivas (percepção de valor e nível de preço) e afetivas (emoção e valor simbólico) da visualização de preço de um varejista e seu impacto na intenção de compra.

Desenho/metodologia/abordagem: O estudo é baseado em uma pesquisa com 856 universitários brasileiros em uma grande cidade brasileira. A estrutura teórica básica inclui cinco parâmetros latentes e dois moderadores e suas relações são analisadas usando modelos de equações estruturais com análises multigrupo e de mediação moderada usando PROCESS.

Originalidade: Os resultados são importantes para o fortalecimento da pesquisa acadêmica na visualização de preço de marcas e apresentam de forma integrada a relação entre faixa de preço e valor percebido mediada pelo valor simbólico e emoções positivas e moderado pelo conhecimento da marca.

Resultados: Os resultados mostram que, para marcas conhecidas, o valor simbólico, o valor percebido e a intenção de compra são mais fortes em níveis de preço alto versus baixo, enquanto esses efeitos não existem para marcas desconhecidas. Além disso, um posicionamento de baixo preço reduz o valor simbólico e o valor percebido para marcas conhecidas, enquanto não tem efeito sobre o valor simbólico e aumenta diretamente o valor percebido de marcas desconhecidas.

Implicações práticas: Os resultados podem ajudar gestores de preços a direcionar melhor suas estratégias de precificação com base em como o conhecimento da marca e a faixa de preço impactam a percepção e as relações entre valor simbólico, valor percebido, emoções e intenção de compra do consumidor.

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Biografia do Autor

Deonir De Toni, Universidade de Caxias do Sul- Programa de Pós-Gradução em Administração

Professor Livre-Docente

Stephan Zielke, Universidade de Wuppertal- Schumpeter Escola de Negócios e Economia

Professor Doutor

 

José Afonso Mazzon, Faculdade de Economia, Administração, Contabilidade e Atuaria da Universidade de São Paulo (FEA/USP)

Professor Titular

 

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12.06.2023

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De Toni, D., Zielke, S., & Mazzon, J. A. (2023). A influência do conhecimento da marca e dos níveis de preço no comportamento de compra. ReMark - Revista Brasileira De Marketing, 22(2), 469–536. https://doi.org/10.5585/remark.v22i2.22167

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